Björn Borg at Selfridges: Lights Off!

What could be sexier than your man in boxer shorts? Your man in personalised glow-in-the-dark boxers, of course!

Introducing Swedish designer underwear brand Björn Borg’s new glow in the dark range. According to their steamy ad campaign, Björn Borg want you to turn the lights off this February 14th and … you know...

Turn the tables on him with a gift of a sexy and snug pair of man lingerie – this Valentine’s Day, say ‘I love you’ in the dark!

To celebrate the launch of their new Spring/Summer 2012 line, released just in time for that special day, Björn Borg are taking over the men’s underwear floor of Selfridges with a special pop-up customisation booth.

Customers can have a complimentary bespoke neon message printed onto their Björn Borg purchase! But wait, there’s more:  you’ll also have a unique opportunity to recreate the SS12 campaign in a photo booth. Those who participate in the competition are in with a chance to win a week’s worth of Björn Borg underwear. Remember to tell your friends: pictures will be automatically uploaded to Facebook and the one with the most likes – wins!

Björn Borg is Selfridges’ most popular men’s underwear brand, and with a wide range of comfortable and colourful pants to choose from, this is one Valentine’s gift that both you and your other half will enjoy!

Glow in the dark underwear? Ja!

Khaleda Rahman

Pictures Khaleda Rahman

Björn Borg will dominate the Men’s Underwear floor of Selfridges London from 10th to 19th February, before moving to Selfridges Birmingham between 25th  and 26th February.